Hey - Steve here from Estimote. If you use iBeacon as the method to talk to the beacon, which would be typical, yes an app is required. But there are innovations happening to allow you to use mobile web or "read" other packet formats. A lot will happen in this space in the next year.
There definitely will be volume discounts although until we begin shipping in full production in October we won't worry too much about forward pricing. But in the future these stickers will go way below $10 each. Glad you like the product :)